How to tell a good brand story?

"Doing a good job of marketing is to tell the story of the brand. Advertising is to tell the brand story to customers and potential customers. It is a tool for public relations and promotions."

The importance of brand stories is self -evident. Talking about brand stories is the key to the brand's unique and standing out. Today we share the four major elements and cases of designing the best fashion brand stories, and give fashion CEO some reference and reference.

1. Brand story: Exploring the unique charm of [brand name], in a journey full of passion and creativity, [brand name] came into being. From a love of fashion, our story has gradually evolved into a unique clothing brand. Let us take you through time and approach the source of inspiration for [brand name].

2. The original intention of founding: [brand name] founder [founder name] has always pursued unique fashion style. In her early years, she found that there were lack of fashionable and unique clothing styles in the market. As a result, she decided to create a brand that meets this demand.

3. Design concept: The design concept of [brand name] combines the personality and visual imagination of [founder's name]. Each [brand name] clothing is her creative crystallization, which reflects her unique interpretation of beauty. From elegance to avant -garde, from classics to fashion, we are committed to bringing unique fashion choices to every customer.

4. Material selection: We pay attention to quality, from the choice of fabrics to the control of the process, everything is carefully selected. High -quality fabrics not only bring you comfort, but also make you feel elegant and luxurious in the clothing of [brand name].

5. Sustainable mission: [brand name] firmly believes the importance of sustainable fashion. We are committed to using environmental protection materials and production technology to make a contribution to the earth. You are also supporting sustainable development by buying [brand name] clothing.

6. Footprint inheritance: [brand name] is not only a fashion, but also an attitude. We hope that every customer can wear [brand name] clothing to exude confidence and unique personality. Let everyone wearing a [brand name] become a fashionable inheritor.

7. Our story is still continuing, and every day is creating a new wonderful chapter. Whether you are pursuing fashion trends or looking for a unique style, [brand name] will become your ideal choice. Walk into the fashion world with us and become part of [Brand Name]!

8. Immediate exploration: Go to our online store and experience the unique charm of [brand name] in person. From our new products to classic styles, you will find more fascinating fashion journey.

9. Thinking of empathy

Compassionate thinking, that is, has a similar emotional experience to others. Simply put, it is to think about the problem from the standpoint of others and understand the emotions and actions of others.

Therefore, when telling brand stories, we must pay attention to allow consumers to have empathy and not tell the story by themselves. What we have to do is to give consumers to understand brands and publicize brands while giving consumers.

Case interpretation: Prada nylon bag

Miumiu's founder Miuccia Prada was born in the Prada family of fashion designer Prada. She met a street painter who fell in love at first sight at the age of 20. The two decided to elope. Miumiu put on and pushed her off the plane. Miumiu was rescued, but he has been separated from his lover.

Twenty years have passed, and MiuMiu has received a letter, which is his. He was still alive, and miumiu tears under the rain. But things are wrong. MiUMIU has been treasured for many years. The original lover in her life used the parachute used by her life to design a bag, which is the famous nylon bag series of Prada.

Where is Prada's empathy with consumers? Encounter, love, situation resistance, move, regret, memories!

When the target consumers buy again, they will also be infected by the love story behind them. This is the feeling of consumers' understanding and feeling when the designer creation, and the nylon bag has different value.

10. Scene requirements

The efficacy of the product itself does not allow consumers to produce memory points. What really makes consumers produce memory points is to put the product under a specific environment and make consumers associated with products. In specific scenarios, locking consumer emotions, combining with products, can effectively solve consumer needs.

Case interpretation: Hermès

For example, Hermès Hermes, as a luxury tower spire, is directly divided into social status. Women will naturally think of it in the scene where they want to reflect the social status and have an irreplaceable position.

Estee Lauder

Another example is Estee Lauder, overtime, staying up late, watching mobile phone and computer, etc., naturally it will associate with its eye cream.

The brand uses the common points in multiple scenarios to find product differentiation, which not only solves the current scene needs of consumers, but also affects the consumer's mind, produces a certain amount of sound, and is a successful case of a quality combination.

11. Let the story empower the brand

"I didn't design clothes, I designed a dream."- Ralph Lauren.

The brand sells not only products, but also dreams. Telling the brand's story, litting everyone's desire in their hearts, letting their dreams burn.

Good story, resonate. To tell the core of the brand, you must focus on the core of the story. Thinking about whether the brand story can convey the internal spirit and empower more consumer recognition, stimulate consumers' inner favor of the brand and products, so as to achieve the consumer in order At the same time, it can also help the brand to spread the effect.

Case interpretation: Jumei Youpin

Although Jumei Youpin today does not have the glory of the past, its promotional video was a sensation that year, and it is worth learning. This advertising story of "I endorsed for myself" has remembered it.

For example, some of the classic lines:

"You only smell my perfume, but you don’t see my sweat."

"You have your rules, I have my choice"

"You deny my present, I decide my future"

"struggle to live wonderfully even everything hurts me"

"We will prove, who is this time"

In essence, the lines reflect the situation that the target consumer group encountered in the process of chasing dreams and the attitude they give. It has resonated in the society, attracting the recognition of its corporate culture by the target consumer group, and inspiring customers' desire to buy. Chen Ou likes to use "confidence, positive energy, pursuing dreams" to define Jumei, and this advertisement also reveals such spiritual power.

The core of the story linked the fire of the desire, and finally played an instruction role to achieve the effect of empowering dreams.

12. Innovate perspective to subvert the traditional image

Advertising Godfather David Ogway believes: "The brand image is not inherent in the product, but the quality, price, history, etc. of the products of Consumer Lenovo." This concept believes that each advertisement is the long -term investment of the entire brand. Essence Therefore, each brand and every product should develop and projected into a image. "

Today, "young people get the world" have become a marketing consensus between brands. Gen Z has rich personality and characteristics. Second -dimensional culture is an indispensable preference label for generations. While striving for youthful transformation, major brands have launched communication content based on the characteristics of generations. From the connection with them, change consumers' inherent impression of the brand, and help brands capture more target consumers.

Case interpretation: Hua Xizi

The beauty of beauty, the new brand virtual image "Hua Xizi" was launched with the capture of the trend. The beauty mole with "Hua Xizi" is from the aesthetics of Chinese traditional face.

These designs are perfectly integrated with the brand style of Hua Xizi, and they are extremely recognizable, which strengthens consumers' memory points for Hua Xi's virtual image. Not only that, "Hua Xizi" also carries the cultural connotation of the brand. The parallel Lian held in his hand conveys the beautiful vision of concentric, good luck, and good luck. At the same time, the brand hopes to use this to create a "Chinese makeup" to show the beauty of China to the world and strengthen the sense of national mission.